2013 Digital PR Awards: Digital PR Campaign – $100K and under

Winner: Pizza Hut Searches for Manager of Digital Greatness

To build credibility for the Pizza Hut brand’s digital capabilities, the PR team was challenged with developing a unique activation at a renowned interactive festival, South by Southwest (SXSW), in Austin, Texas.

The PR team worked closely with the Pizza Hut brand’s internal digital and HR teams and partner digital agency to launch a first-of-its kind interviewing method: 140-second interviews for a cutting-edge new position, the “Manager of Digital Greatness.” The core idea: ideal candidates should be able to communicate clearly and concisely when presenting ideas in a limited amount of time—especially in an age when conversations regularly unfold in 140-character tweets.

Reporting to the director of digital marketing, the Manager of Digital Greatness is responsible for guiding the digital team as it engages with the Pizza Hut fan base, executing new ways to make Pizza Hut the undisputed champ within the digital space.

The PR team created a digital call to action via a recruitment video, which was also integrated into pitch materials. The PR team successfully captured the attention of numerous qualified applicants even beyond attendees of the SXSW festival; in fact, the Manager of Digital Greatness position obtained the most applications for a digital marketing position in Pizza Hut company history.

The ultimate measure of success was the fact that Pizza Hut hired an extremely qualified individual among the talent pool to fill the Manager of Digital Greatness position, and she currently works from the company headquarters in Plano, Texas.  In terms of return on investment, the campaign generated massive amounts of media buzz, resulting in a CPM of $0.64.

Honorable Mentions:

  • AMD - Social Media Launch of AMD’s ‘Never Settle: Reloaded’
  • Lockheed Martin Corporation - Journey to Excellence
  • Rx Mosaic Health - Educational Gout Awareness Video: A Candid Discussion with Jim Belushi and Others Affected by Gout
  • Weber Shandwick China - Big Data Gets China Hungry for McDonald’s
  • YMCA of Greater New York’s 160th Anniversary Story-Sharing Campaign